To drive sales of White Company products and build brand recognition.
In order to help The White Company build sales we needed to associate the brand with an underlying desire to sleep better and build on that association in a fresh, light but authoritative way. Our strategy pointed to a collectable ‘reminder’ – in this instance a case-bound series of Little White Books – which would become the go-to bible on the subject of sleeping better. For sale exclusively in-store and through their own on-line channels, the books provide useful advice illustrated by uncredited images of White Company product. Diagrammatic buying lists meant that the books worked as in-store catalogues encouraging additional purchase, which were also available online.
By giving the series minimal branding except for a White company store list at the back , the company were able to further increase product sales, reputation and brand authority through a high level of consumer press promotion including extensive features in You magazine, UK Vogue and UK home interest magazines. We were responsible for every aspect of these books from editorial, design, art direction and manufacture and were thus able to ensure that every element from tone of voice to paper texture reflected their strategic aspirations. By introducing the founder as fallible expert we were able to give a warm, authoritative tone which was proven to enhance the brand experience.
The books resulted in increased footfall and sales, cemented The White Company as experts in sleeping well and as a go-to company for bed linen. The books are in daily use for staff training, spawned visual brand guidelines and have become the go-to reference for visual merchandising. Additional books in the series expanded on the product range with an equally positive effect.